People tend to think of spammers as shady dudes sending emails about questionable manhood pills and Nigerian fortunes, but there are lots of ‘legitimate’ business owners who are email spammers.
It’s because of one of the primary marketing sins of many business owners — “I think my business is interesting, valuable, needed, etc — so therefore everyone does.”
A few weeks ago, I had answered an inquiry from an owner of a speakers’ bureau about my speaking services. We traded a few emails. It didn’t go anywhere. I thought we were done. This morning, I crack my email open and find I’ve been added to their email newsletter that I had never asked for. Looking back through the correspondence, I now think this woman just trolls LinkedIn looking for people to add to a list.
Do you have an email subscription list? Here’s the simple rule:
If you add someone to a email list and they haven’t specifically asked to be placed on that list, then you are a spammer.
The basic definition of SPAM is email that you did not ask to receive.
If you’re adding people to the list who don’t care – or even worse if you’re buying names to add, then you’re wasting time, attention, and money and slowly destroying your reputation. Don’t do it.
An email list that is not opt-in is like sending pizzas to people who didn’t order one.
This is not a hard thing to understand. Permission marketing works better than force feeding. It’s better to have an audience of 50 that want to listen than to have an audience of 50,000 that don’t care and never will. It’s not about numbers; it’s about the relationships.
An eager entrepreneur is passionate about food. He scrimps and saves with the dream of opening his own restaurant.
One day, the opportunity presents itself. He sinks all of his financial resources into the building, fit-up, and other start-up costs. His success hinges on the success of that restaurant. He has spared no expense to make it the best it can be.
Opening day approaches.
He cranks up Microsoft Word and makes the menu complete with typos and freakish justification.
While I’m on a rant about restaurant menus…
- If I’m eating something in a restaurant, then logically it CANNOT be “homemade” (unless you’re in trouble with the health dept). The word you’re looking for is “homestyle”.
- Do you sell salads? Most people eat salad dressing on those. How about a listing of your salad dressing choices?
- Own a restaurant? Have a website for it? Do you know why people come to a restaurant website? The menu. Why have you hidden it, strung it out on 8 different pages, and made it a 25MB PDF?
- Dear Fast Food Behemoth: How about listing what you have and the prices on the menu boards instead of blinky-flashy tv screens that change about the time I start reading them?
- And to the original point of this post – If you own a restaurant, please hire a graphic designer to design a menu that works. Proofread it. Pass it around to people who are not your friends to see if it makes sense to them. It’s amazing that the single most important marketing piece for a restaurant is so badly butchered by so many restaurateurs.